Walmart Grows Fashion Assortment By Teaming With Tween Brand Justice


In an ongoing effort to revitalize its apparel business, Walmart said on Thursday (July 15) that it will add the popular Justice brand line of kids’ clothing and accessories to roughly half of its U.S. stores and its website.

In announcing the new partnership, the Arkansas-based retail giant said the move was timed to coincide with what is expected to be a very busy back-to-school season, while also bringing its customers quality new merchandise that is on-trend, in-style and affordable.

“Justice is a popular brand our customers know and love, and with the back-to-school shopping season underway, this new collection comes at the perfect time for our customers looking to elevate their style,” Denise Incandela, executive vice president, apparel and private brands, Walmart, said in an announcement. “We’re thrilled to partner with Justice as its exclusive fashion retailer as we continue to expand our assortment and add new national brands, offering customers quality, on-trend and accessible style at an incredible value.”

Justice, which is owned by Bluestar Alliance, brings a back-to-school collection to the retailer that includes 140 products throughout so-called “tween fashion,” bedding and bath, jewelry and accessories, stationery, backpacks, tech accessories and skateboards.

“Justice was previously available in 1,000 brand stores and now is carried in 2,400 Walmart stores nationwide. This is truly an exciting moment for Justice and its core consumer,” Bluestar Alliance President Ralph Gindi said in the announcement.

Beyond teaming with the Justice brand, Walmart has recently struck a deal with cashback rewards platform Ibotta to build out and launch a new online offers program on the retailer’s app and website.

Separately, Walmart and Gap inked a multi-year deal to debut a new home décor brand called Gap Home, which will offer approximately 400 products such as bedding, bath products and decorative accessories that are also being sold at lower price points than those seen at many branded competitors.

Janey Whiteside, executive vice president and chief customer officer of Walmart U.S., said in a release that the collaboration is “a win-win.”

“We’re able to find new and exciting ways to help customers save even more with Walmart, all while propelling our business forward, driving loyalty and creating new ways for us to engage suppliers,” she said.

Aside from the Gap and Ibotta collaborations, Walmart also brought celebrity A-list designer Brandon Maxwell on board as creative director for two of its in-house private label brands.

“Our shared fashion values of accessibility and commitment to incredible design and quality make him an ideal partner for Walmart,” Incandela said. “Bringing his distinctive design talent to our elevated brand collections of Free Assembly and Scoop allows Walmart to offer customers stylish, high-quality fashion at an extraordinary value.”

Maxwell will take part in various parts of the design process and will oversee four seasonal collections of men’s, women’s and kids’ clothing in addition to a collection of accessories. He will also advise on material selection, sourcing, manufacturing and promotional campaigns.

“This partnership allows me to bring the experience and joy of fashion to countless people who live in small towns across the country,” Maxwell said. “Everyone deserves to have access to well-designed clothing at an accessible price point,” Maxwell said.